Indie
Artists Should Podcast

By S. Housley

Independent artists have long struggled to gain recognition
and attract an audience. Without the backing of a major label it
can be very difficult for independent artists to obtain radio play
time, that is, until now. Podcasting a revolutionary new medium,
has opened new distribution channels for independent artists. Podcasting
is the process of distributing audio files using the RSS format
and has become very popular with the younger generations.

With the use of technology, independent artists have
a unique opportunity available, using technology they can significantly
expand the exposure of their music.

Why should a musician podcast?

1. Distribution Channel
The power of distribution is no more evident then when looking at
the iTunes Music Store, with independent podcasts garnering millions
of downloads. Notoriety has been gained and celebrities have been
made. Independent artists who produce podcasts should include iTunes
tags in their podcast feed and list their podcast in the iTunes
Music Store. A listing in the iTunes Music Sore will significantly
increase a podcaster's exposure.

2. Gain Interest and Fans Independent artists can attract listeners by creating a podcast
with a music sampling.

3. Send DemosIndies always searching for the brass ring or wanting to be
signed by a big label can use podcasts for their commercial demos.
Artists can promote their podcast and direct agents and labels to
the demos as an inexpensive means to get signed.

4. Get Gigs
Night clubs looking for entertainment will listen to podcasts to
find bands or artists who target their demographic. Clubs will have
an idea of what to expect from the artist. Musicians might find
themselves with additional booking as their podcast becomes a marketing
tool.

5. Promote Gigs at Establishments
Establishments will be more willing to sign artists who will bring
new listeners to their club. Musician can use their podcast to provide
additional promotion for any booked events. The additional publicity
might be the deciding factor, if the club management is torn between
booking two artists.

6. Build a Community
Developing a community is critical to an artist's success. Podcasting
and consistent communication with loyal listeners will help encourage
and strengthen a musician's fan base.

7. Sell CDs
Shareware has long been a staple in the software community, adopted
as a marketing method, to allow users the opportunity to sample
software prior to making a purchase decision. Independent artists
can use podcasting to sell their CDs. Sample music files or single
songs that are given freely will encourage listeners to purchase
a CD with additional songs.

8. Reinforce Listener Loyalty
Loyal listeners or "groupies" who listen to podcasts will share
the podcasts with friends and extend the bands reach.

9. Announcements
Podcasting can be used as an additional vehicle to announce new
songs, albums, interviews or other information relevant to the independent
artists performances.

10. Cross Promo Opportunities
Bands who have a similar genre can exchange adverts in their podcasts
and increase both of their fan bases. Quid pro quo promotion that
costs little but can result in huge returns.

Independent artists have a unique opportunity available
to them. Podcasting is a fairly new medium that has far reaching
distribution opportunities. Independent artists were once restricted
by geography, playing at local clubs to increase their base. Podcasting
has no borders.

Producing a podcast can mean the difference between
success and failure for an independent artist.